Effective CPG sales strategy planning requires a knowledge of, and respect for, the harsh realities of the retail marketplace. It’s a multifaceted landscape into which your product must fit, survive, and thrive. Due to the physical nature of the distribution system,...read more
SERVICING ALL THE PLAYERS
We are interviewed on this subject on a regular basis. The interviewers are usually podcasters, radio show hosts, or magazine writers. They are interested in practical and doable advice from a successful CPG producer. They want to know what customer service is for a...read more
IT COSTS MONEY TO MAKE MONEY!
One of the biggest mistakes we see being made by new CPG branded product producers is they simply follow the net sales calculation formulas designed for accounting. This formula seems plausible and to the inexperienced, it may even seem complete. But it’s far from...read more
“WHAT HAPPENED TO MY BRAND?”
To rebrand or not to rebrand? That is the question! Whether it is nobler to be new and different or tried and true? More than a few brands have disappeared as a result of well-meaning rebranding and repositioning. This is especially true of CPG brands. Unlike personal...read more
PRICING YOURSELF OUT OF THE MARKET
The price elasticity of demand is an economist’s way of describing what everybody who has ever had a business already knows: Generally, your price is determined by the market. Wouldn’t it be nice to raise your prices and see no decrease in demand? You’d be rich! But...read more
GETTING TO FIRST BASE!
In our many years in business and working as advisors to Startups, Buildups, and Buildout companies, we’ve heard hundreds of sales pitches. Most of them strike out before they ever get to first base. The ones that hit the ball squarely all have three things in common....read more
FROM ALL SIDES!
It’s hard enough to make a buck these days. You’re going to need a whole lot more than a good idea. In fact, as we found out, you’ll need to take several adversarial forces into consideration. It’s like fighting a battle on many fronts at the same time. You’re...read more
LEARNING HOW TO DANCE
Our friends were surprised to see us still in business after two years. They knew we were undercapitalized. They would say sarcastically, “I didn’t know you knew you could dance!” alluding to all the fancy foot work it took to pay our bills. We responded, “We didn’t...read more